What Is Business To Business Marketing?

What Is Business To Business Marketing?

Business to business marketing (or B2B marketing) is, as the name suggests, refers to marketing products and services that are directed at other businesses and organizations rather than at consumers. B2B marketing is often focused on providing information and is more direct than other types of marketing. This is because purchasing decisions made by businesses tend to be made on the basis of return of investment and their impact on bottom-line results.

B2B marketing is often targeted at buyer groups that have key stakeholders whose needs must be met. This can make for a complex and challenging sales environment in which marketing data must be robust and accurate and be carefully targeted in order to reach decision makers with relevant information. B2B marketing strategies need to be carefully planned, executed and managed to achieve success in a crowded and highly competitive marketplace.